– Arnold Positions EMC,
BOSTON–“Where information lives” is the tagline of a broadcast campaign that breaks this week on business-oriented TV programming for EMC Corp. Ads were created for the data storage company in Hopkinton, Mass., by Arnold Communications in Boston. Arnold won the estimated $20 million assignment following a pitch last year. Ads will air in conjunction with coverage of EMC-sponsored golf events, including the World Golf Championships and the EMC Golf Challenge. Arnold group creative director Alan Marcus, working with associate creative directors Joe Mahoney and Rod Smith, produced the campaign. Separately, the Boston shop breaks ads this week introducing that feature Jane Jetson, the wife and mother on the popular cartoon series The Jetsons. Opposite Jane’s photo is a headline reading: “Remember how she just pressed a button and got a complete outfit? Guess what? Introducing” Ads break this week in daily newspapers and online at, ivillage and, supporting the site’s November launch.
– Digitas Tapped for More Seagram
BOSTON–The Seagram Spirits and Wine Group has named Digitas its first global interactive agency of record. The Boston shop has worked for the client for the past 12 years, mainly on direct marketing assignments and some online executions for various brands. Now, the agency will handle an expanded workload covering all Seagram brands, working to create a mix of Web sites and banner ads.
– Captivate Captures Big Elevators Coast to Coast
BOSTON–Captivate Network last week sealed a major deal to become the exclusive Internet provider on elevators controlled by 12 of the country’s leading real estate companies. As a result, the Westford, Mass., company will begin installing screens and provide customized media feeds to elevators in many of the country’s landmark buildings, including both the John Hancock and Prudential towers here. Two weeks ago, Captivate signed contracts with the electronic arms of major newspapers, including The New York Times, The Boston Globe, Boston Herald and Chicago Tribune to augment content already provided by Reuters, Accuweather and SmarTraveler.
– GSD&M, Martin Agency Score With Schwab
BOSTON–Charles Schwab & Co. last week tapped GSD&M, Austin, Texas, for its mutual funds business worth $30 million. The Martin Agency, Richmond, Va., was hired for a separate $10 million effort targeting women. Pile and Co., Boston, oversaw the review for both assignments. BBDO in New York remains lead agency and retains media chores for the San Francisco client.
– Lapham/Miller Adds eVelocity
BOSTON–Lapham/Miller was named the first agency of record for eVelocity Corp. The Portsmouth, N.H., provider of information exchange solutions tapped the agency in Andover, Mass., for its low-seven-figure assignment following a review of undisclosed contenders.